April 2012 Issue of MMM
APRIL 2012 issue
Pharma has made advances in solving health problems and that's where the future lies
The mass-market, TV-and-print DTC formula is going the way of the vanishing primary care blockbusters it was designed to boost as new media and niche ...
Orphan drug approvals are up, thanks to marketing exclusivity and development incentives. Deborah Weinstein charts the industry's drive to think small, highlighting tactics for drawing ...
Medical/surgical journal advertising grew in 2011, the second consecutive year it's been in the black. Marc Iskowitz on which categories and brands attracted the most ...
Tom Easley, publisher, managing director of The New England Journal of Medicine
With the FDA weighing a new Rx diet therapy, we review the anti-obesity sector. Noah Pines on the hype and hurdles for Vivus's Qnexa and ...
As we consider the role of social media in healthcare marketing, there is likely no other measure more important than "clout."
On the FDA's warning about statin drugs
Community Catalyst has declared war on prescription co-pay cards and coupons, calling the sales tools nothing more than kickbacks and bribes.
For those poring over the Sunshine Act's fine print, the latest code of conduct guidelines from the International Federation of Pharmaceutical Manufacturers and Associations (IFPMA) ...
Cegedim Strategic Data found a 25% dip in industry support for samples bewteen 2007 and 2011—from just under $8.5 billion to about $6 billion.
News on GlaxoSmithKline, Daiichi Sankyo, Columbia Laboratories and Eli Lilly
Med Ed Report
Learners on smartphone vs. those who are using the web perform about equally well in most outcomes measures, but online CME activities have a higher ...
For the first time since 2007, over two-thirds of medical schools have "model" conflict-of-interest policies in place, but industry support for CME remains one concern.
News on Projects in Knowledge, Publicis Touchpoint Solutions, Novartis, American Academy of Family Physicians and Ascend Integrated Media
ASCPT launches its first fully open-access publication, and Wiley-Blackwell adds 44 journals
News on Elsevier, MPR and EMBO Molecular Medicine
Is academic research any more timely or transparent than industry research?
Healthcare Q&A site Sharecare is buying RealAge from Hearst for an undisclosed sum, the companies said.
Sanofi has kicked off its second annual, social-media-driven Data Design Diabetes Innovation Challenge contest.
News on Pew Internet, WebMD and Projects in Knowledge
Novo Nordisk has launched a big integrated Spanish-language campaign for its FlexPen insulin delivery device.
Teva's DTC campaign for its IUD, ParaGard is charming and informative
The FDA says it is looking for change in the OTC market that could help move more drugs from prescription to over-the-counter status.
The impact of corrective advertising on consumer misperceptions of drug safety and efficacy is being studied by FDA.
News on Merck, Avanir Pharmaceuticals and spending on TV ads
GfK bought market access counselor Bridgehead International for an undisclosed sum.
Ipsos reorganized its marketing specialty—the largest of its global business lines, representing nearly half of total revenues in 2011.
WCG established a new holding company, dubbed W20, encompassing WCG and two sibling firms
A changing of the guard at Edelman saw Kym White move up to global practice chair for health.
News on Allergan, Merz, inVentiv Health and Publicis Groupe
Apparently, unless the rules explicity prohibit a specific type of unethical behavior, you're OK
Congressional Republicans—and a few Democrats—are pressing the attack on the Independent Payment Advisory Board for Medicare.
Former FDA commissioner Andrew von Eschenbach has joined the Manhattan Institute to head up its Project FDA initiative.
Without behavioral targeting, it's back to mass marketing using a shotgun approach
Let clients pick and choose based on best-in-class expertise, as opposed to 'one-stop shopping.'
A look at some ads that break out of the comfort zone and think beyond just desiging to fit fair balance
At Work With
Janelle Starr, SVP General Manager, Heartbeat West
Tom Sebok, President, inVentiv Health Communications
Manufacturer and agency hires and promotions
Name That Brand
This drug earned its manufacturer roughly $2 billion in revenues last year.
Agencies can embrace the need to change—or sit back and watch their value melt away
What does going "beyond the pill" actually mean? At MM&M's recent inaugural spring conference, audience members heard from real-world companies that are managing the organizational, technological, and promotional challenges inherent in this transition, such as partnering with health neophytes, harnessing technologies that allow deeper engagement with patients, and adopting a new commercial mindset to serve, not sell. Download here.
A wave of more effective anti-cancer drugs has set the oncology world on fire with enthusiasm. While many hail this as a new era, an equally vocal faction questions the money spent for the value gained. This medical and commercial trend report for marketers of anti-cancer modalities touches on many of the latest shifts that have expedited product launches and otherwise impacted promotion and reimbursement of these drugs. Click here.